plumbers to partners

Intel needed to get away from the perception of being a consumer chip manufacturer and become a credible partner in financial services vertical.

Brief  Communicate their specialist expertise and relevance to this niche and complex audience

Insight: Intel has built and own 98% of the cloud. This is impressive but they were seen as the digital plumbers not strategic partners.

Solution. Intel know all about the future because they’ve built the cloud that it will run on. The future becomes a character with an attitude.

Financial services is an extremely conservative, corporate category. Personifying the future allowed disruptive headlines and visuals. The attitude can be dialled up and down where appropriate.